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🔒 Privacy Policy

Your privacy, plainly explained.

This page explains what personal data 10Hearts collects, why, who we share it with, and the rights you have over it — including your rights under the EU General Data Protection Regulation (GDPR) and the requirements of the Apple App Store and Google Play.

Last updated: September 19, 2026

On this page

  1. 1. Who we are
  2. 2. Information we collect
  3. 3. How we use your information
  4. 4. Our legal basis for processing (GDPR)
  5. 5. Who we share information with
  6. 6. How long we keep your information
  7. 7. Your rights
  8. 8. Deleting your account
  9. 9. Children's privacy
  10. 10. International data transfers
  11. 11. Security
  12. 12. Changes to this policy
  13. 13. Contact us

1. Who we are

10Hearts (the "app," "we," "us," "our") is operated by Jonas Thuresson, trading as a sole proprietorship (enskild firma) based in Sweden. For the purposes of the GDPR, we are the "data controller" of the personal data described in this policy — the party responsible for deciding how and why it's processed.

This policy covers the 10Hearts mobile app and the 10hearts.com website. If you have any questions, see "Contact us" below.

2. Information we collect

  • Account information. When you create an account, we collect your email address and a securely-stored password (or your sign-in identifier if you use a supported sign-in option), plus a display name and the illustrated avatar you choose from our built-in picker. 10Hearts never asks for or stores a real photo of you — every avatar is a pre-made illustration, by design.
  • Content you create. The notes you send and receive, your friends list, your chosen message language, and your activity in the Meadow (for example, which plants you've grown through your friendships) — this is ordinary content generated by using the app as intended.
  • Device and usage information. Your device's timezone (so your daily 10 hearts reset at your own local midnight, not a fixed global time), a push-notification token if you enable notifications, and basic technical data such as app version, device type, and crash/performance logs that help us keep the app working.
  • Subscription information. If you subscribe to 10Hearts Plus, your payment is handled entirely by the Apple App Store or Google Play. We only receive your subscription status (active, expired, cancelled) and a non-identifying transaction reference — we never receive or store your card details.
  • Information you send us directly. If you contact us for support, we collect what you send us (such as your email address and the content of your message) in order to reply.

We do not knowingly collect any special category data (such as health, religion, or political opinions), and we do not collect real photographs of you.

3. How we use your information

  • to create and run your account and the app's core features — sending and receiving notes, friends, the Meadow, avatars, and (if you subscribe) 10Hearts Plus;
  • to run features tied to your own local time, like your daily heart reset and monthly community updates;
  • to send the notification types you've enabled, such as "you received a heart" or "you have a new message";
  • to process and manage your 10Hearts Plus subscription through Apple/Google;
  • to keep the service secure, prevent abuse, and enforce our Terms of Service;
  • to fix bugs, understand app performance, and improve the app over time;
  • to respond to support requests;
  • to meet our legal and tax obligations, for example keeping records connected to subscription revenue.

4. Our legal basis for processing (GDPR)

  • Contract — most core processing (your account, messages, Meadow, Plus subscription) is necessary to provide the service you've signed up to use.
  • Legitimate interests — for basic security, abuse prevention, and improving the app, balanced against your rights and expectations.
  • Consent — for optional push notifications and any optional communications; you can withdraw this consent at any time in your device or app settings.
  • Legal obligation — for retaining certain financial and transaction records as required under Swedish and EU law.

5. Who we share information with

We do not sell your personal data. We share limited data only with:

  • Infrastructure providers who host and run the app on our behalf — currently Google Firebase / Google Cloud — acting under our instructions and their own data-protection commitments;
  • Apple and Google, when you subscribe to 10Hearts Plus through the App Store or Google Play, who process the payment and share your subscription status back to us;
  • Other 10Hearts users, but only in the ways the app is designed for: your display name and avatar are visible to your friends, and a note you send is visible only to the friend (or Circle Garden group) you sent it to — nothing you do is visible outside your mutual friends;
  • Professional advisors or authorities (for example, an accountant, or a regulator), only where necessary to comply with the law or protect our rights.

If we ever add a third-party subscription-management or analytics provider, we'll update this section and, where required, ask for your consent first.

6. How long we keep your information

We keep your account data for as long as your account stays active. When you delete your account, we delete your personal data immediately — your profile, messages, friends list, and Meadow data are removed at the moment of deletion, with no waiting period. The one exception is information we're legally required to keep regardless of account deletion: financial and transaction records connected to a Plus subscription, which Swedish law can require us to retain for up to seven years for tax and accounting purposes.

7. Your rights

Wherever the GDPR applies to you, you have the right to:

  • access the personal data we hold about you;
  • correct inaccurate or incomplete data;
  • ask us to delete your data ("right to be forgotten");
  • restrict or object to certain processing;
  • receive a copy of your data in a portable format;
  • withdraw consent at any time, where processing relies on consent;
  • lodge a complaint with your local data protection authority — in Sweden, the Swedish Authority for Privacy Protection (IMY).

To exercise any of these rights, contact us using the details in "Contact us" below.

8. Deleting your account

You can delete your 10Hearts account at any time, directly inside the app, from Settings → Account → Delete Account. This immediately and permanently removes your profile, messages, friends list, and Meadow data — nothing is held back, aside from the narrow, legally-required financial-record exception described in Section 6.

If you're unable to access the app, you can also request deletion by contacting us — see "Contact us" below.

9. Children's privacy

10Hearts is not directed at, or intended for use by, children under the age of 16. We do not knowingly collect personal data from children under 16. If you believe a child has provided us with personal data, please contact us and we will delete it.

10. International data transfers

Some of our service providers (such as Google Firebase / Google Cloud) may process data outside the European Economic Area. Where this happens, we rely on appropriate safeguards recognized under the GDPR — such as the European Commission's Standard Contractual Clauses or an applicable adequacy decision — to protect your data.

11. Security

We use industry-standard measures, including encryption of data in transit and access controls on our systems, to help protect your information. No method of transmission or storage is completely secure, but we work to protect your data appropriately for what it is.

12. Changes to this policy

We may update this Privacy Policy from time to time, for example as we add new features. We'll update the "Last updated" date at the top of this page, and for material changes, we'll let you know inside the app or on this website.

13. Contact us

Questions about this policy or your data, or want to exercise one of the rights above? Email us at privacy@10hearts.com.